A few years back a law firm leader asked me a straightforward question: What makes a law firm a good PR client? You might as well ask what makes a good law firm, as the two are most often one and the same. I thought for a moment and gave two answers. One, from a good client you tend to hear the same things from everyone you talk to at the firm. Not verbatim, but similar themes from different people in different practices. Two, a good client does things for a good reason—specific intent that is thoughtful and strategic, not random reaction to the latest perceived need or threat.
Since that conversation, I’ve thought of a third hallmark: the ability to present a clear and consistent identity to the outside world.
This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.
To view this content, please continue to their sites.
LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.
For questions call 1-877-256-2472 or contact us at [email protected]